- 學位論文
以PZB模型與系統思考來分析在線問診之服務品質
Analyze the service quality of Online Medical Consultation with PZB model and systems thinking
摘要
遠距醫療一詞自1970年被提出後，發展已行之有年。在隨著資訊通信技術的進步後，其所包含的形式也開始涵蓋到更多元的服務類型，如遠程醫療會診、電子健康檔案、慢性病管理等。本研究主要針對中國的互聯網醫療市場為背景進行研究，有別於其他地區的遠距醫療，中國較快速全面地開始嘗試了「互聯網醫療平台商業模式」的探索。然而在市場快速成長、前景一片利好的同時，也爆發出了諸如漏診、誤診、無法核驗醫生身份等品質問題。不僅對問診人的求醫體驗造成不良影響，甚至會危及到其安全，並對醫患信任都造成衝擊。 因此本研究以「好大夫在線」平台的「在線問診」業務為研究對象，通過爬取黑貓投訴平台上2018年5月25日至2021年3月9日的500條客訴，並經過文字探勘整理後找出主要問題。而後以修正後的PZB 模型為理論基礎進行缺口分析；並通過系統思考構建因果回饋環路圖，找到產生這些問題背後的關鍵因素。 最後得出的結論有：1.平台與醫生作為服務協同提供者，其溝通與理解一致性對服務品質起著關鍵的作用。 2.往往不是實際問診中的因素決定最終服務品質，而是顧客旅程中的前置準備作業與後續的售後處理，如問診人上傳的資料的品質，以及對整個服務流程的風險管理。 3.「問診人的預期」是一個關鍵因素，因此平台如何定位自身的服務、如何在服務條款中承諾、如何定價與如何宣傳，都會很大程度影響最後消費者的觀感。因此去重新思考自身業務的定位，與商業化的合適時機與方式，是所有在線問診平台都應該思考的問題。
並列摘要
Since the term telemedicine was put forward in 1970, it has been developing for several years. With the development of information and communication technology, its forms begin to cover more diversified service types, such as telemedicine consultation, electronic health records, chronic disease management and so on. This research mainly focuses on the Internet medical market in China as the background. Different from the telemedicine in other regions, China has started to explore the "Internet medical platform business model" relatively quickly and comprehensively. However, in the rapid growth of the market, at the same time, but also broke out such as missed diagnosis, misdiagnosis, unable to verify the identity of doctors and other quality problems. It not only has a bad impact on the experience of seeking medical treatment, but also endangers the patient's safety, and impacts the trust between doctors and patients. Therefore, this study takes the "online consultation" business of "Good Doctor Online" platform as the research object, crawled 500 customer complaints on the Black Cat complaint platform on May 25, 2018 solstice on March 9, 2021, and found out the main problems after text exploration and sorting. Then the gap analysis is carried out on the theoretical basis of the revised PZB model. And through the system thinking to build a causal feedback loop diagram, find out the key factors behind these problems. The final conclusions are as follows: 1. As service collaborative providers, the consistency of communication and understanding between platforms and doctors plays a key role in service quality. 2. It is often not the factors in the actual consultation that determine the final service quality, but the pre-preparation and subsequent after-sale treatment in the customer's journey, such as the quality of the information uploaded by the questioner and the risk management of the whole service process. 3. "Questioner's expectation" is a key factor, so how the platform positions its services, promises in the terms of service, and pricing and publicity will greatly affect the perception of the final consumers. Therefore, to rethink the positioning of their own business, and the appropriate timing and mode of commercialization, is the question that all online inquiry platforms should think about.
參考文獻
延伸閱讀
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